In a clear sign of Chinese aggression in Indian’s smartphone market, three of the largest Chinese brands — Lenovo, Oppo and Xiaomi — grew sales last fiscal at a lighting pace, rarely seen in the industry.
Lenovo India that owns two brands — Lenovo and Motorola, almost doubled revenue on a large base during 2015-16, while Oppo more than quadrupled sales, edging closer to the Rs 1,000 crore milestone in just the second year of its operations in the country.
Xiaomi, on the other hand, clocked record sales of over 2 million units in the July-September quarter, its highest in India since it started operations, paving the way for a record year with the company selling more than a million phones in October.
Lenovo India’s turnover touched Rs 10,484 crore in 2015-16 compared with Rs 5,602.84 crore the fiscal before, aided by expansion of the Lenovo brand smartphones in the offline channel and success of its Motorola brand in online sales.
China’s largest smartphone maker Oppo’s sale in India grew to Rs 934 crore last fiscal as compared to Rs 211.5 crore in 2014-15, as per the filings. For Xiaomi too, an expansion in the offline market and adding new online partners through the year, coupled with large product portfolio and manufacturing capacity to meet demand, have lead to a 150% volumes growth.
According to the Hong Kong–based market tracker Counterpoint Research, the share of Chinese brands has increased from 18% to 32% in the past one year in the Indian smartphone market driven by growth of players like Xiaomi, Oppo, Vivo and Lenovo.
But the biggest loser in this battle is Micromax. ET recently reported Micromax’s decline in annual revenues for the first time in 2015-16 when sales fell by 6% at Rs 9,825.46 crore as against Rs 10,450.47 crore in the previous year. Even in 2014-15, Micromax sales grew 47%.
As per IDC, Lenovo-Motorola also overtook Micromax as the second largest smartphone maker in India in the quarter ended September.